Impact Of Newspaper Advertising on Women’s Image Representation in Kampala-uganda. Case Study of New Vision Publications

ABSTRACT The researched aimed at investigating on the impact of newspaper advertising on women’s image representation in Kampala-Uganda. Case study of new vision publications. The study was guided by three objectives which were intended to; examine the impact of advertising on women’s image representation in Uganda, identify the risks associated with advertising and women image representation and establish strategies to improve advertising and women image representation. The literature was reviewed in line this objectives and chapter three contained methods of collecting data from the respondents and the total population was 80 and sample size was 60. The respondents designed questionnaires which were self administered to the respondents to fill appropriately. Chapter four was begun with demographic characteristics of the respondents and basing on sex, female respondents were the majority. The male respondents were also chosen almost equal to the number of women because they composed the management team at new vision publications and the fact that the researcher never wanted to produce a biased research in terms of gender. On the first objective, majority of the respondents said that women influence purchasing behavior of customers by 32%, 28% said that women advertising increase the ability in complaint handling, followed by 25% who said that women raise customers attention towards the product being advertised and finally followed by 15% who said that women’s eloquence speech increase customer base. This indicated that women’s advertising was very significant as it attracts attention of customers and the public. Women advertisements were based on the nature of the products. Majority were found of advertising cosmetics because they use it occasionally and they advertise to demonstrate how beautiful they have become as a result of the use of such cosmetics. Chapter five of this research contained the summary, conclusion and recommendations. The researcher also suggested areas for further research which was a result of time and resource constraints which could not allow the research to exhaust the study.

TABLE OF CONTENTS

DECLARATION i

APPROVAL ii

DEDICATION iii

ACKNOWLEDGEMENT iv

ABSTRACT vii

CHAPTERONE 1

1.0 Introduction 1

1.1 Background of the study 1

1.2 Statement of the problem 4

1.3 General objective of the study 4

1.4 Objectives of the study 4

1.5 Research questions 5

1.6Scope 5

1.7 Significance of the study 5

CHAPTER TWO 7

LITERATURE REVIEW 7

2.0 Introduction 7

2.1 Role of advertising on women’s image representation 7

2.2 Risk associated with advertising and women’s image representation 10

2.3 Strategies to improve advertising and women image representation 14

CHAPTER THREE 17

METHODOLOGY 17

1.0 Introduction 17

3.1 Research design 17

3.2 Research population 17

3.4 Data collection methods 18

3.5 Data processing and analysis 18

3.6 Validity and reliability of the instruments 18

3.7 Limitations of the study 19

V

3.8 Ethical Considerations .19

CHAPTER FOUR 20

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA 20

4.0 Introduction 20

4.3.0 Biography of respondents 21

PART B: Role of advertising on women image representation 25

4.5 PART C: Risk associated with advertising and women image

representation 30

4.6.1 Part D: Strategies to improve advertising and women image

representation 33

CHAPTER FIVE 35

SUMMARY, CONCLUSIONS, RECOMMENDATIONS 35

5.0 Introduction 35

5.1 Summary of the findings 35

5.2 Conclusion 37

5.3 Recommendations 38

5.4 Areas for further research 39

REFERENCES 40

APPENDICES 43

APPENDIX I: QUESTIONNAIRE 43

RESEARCH TIME FRAME 47

RESEARCH BUDGET 48